Lifestyle Backbacks S/S 2025 Retail Buyer’s Guide
If I asked you which item in our consumer-driven daily lives is most important, what would you say? Is it your phone, your wallet, or something more tangible that you use every day? The answer: your backpack. A lifestyle backpack is not just a vessel for carrying belongings – it’s a daily companion that reflects personal style, accommodates various activities, and increasingly, aligns with values like sustainability. Ladies and gentlemen, let’s dive into SS25 Lifestyle Backpack Retail Buyer’s Guide by Matthieu Perez.
In 2025, according to Manon Solviche, European Marketing Manager at Topo Designs, “The lifestyle backpack market is defined by three core principles: durability, versatility, and sustainability”. There’s a noticeable influence from the outdoor industry, where ruggedness and functionality are paramount, blending seamlessly into the daily needs of urban dwellers.
MARKET TRENDS
Dakine highlights the current trend in the lifestyle backpack market is heavily focused on commuting. The modern consumer demands a bag that simplifies daily life, effortlessly transitioning from home to work and then to personal activities. Whether riding a bike, a motorbike, or taking public transportation, these backpacks must be versatile enough to adapt to various modes of transport, offering convenience and reliability. Lasse Andersen Hodne, Senior Marketing Manager at Db identifies two key trends in terms of products. The first is the rise of the slouchy casual backpack – a bag that can do it all, every day. It’s perfect for consumers who need a single, versatile bag for multiple purposes. The second trend is the tech outdoor backpack, a functional product filled with technical features and durable fabrics, catering to those who require a more specialised bag for outdoor activities.
Gotbag takes a slightly different view, suggesting that the trend in backpacks is, paradoxically, the absence of a single, dominant trend, adds Dominique Legatzki, Head of Sales & Expansion Europe. This reflects a diverse market where consumers are looking for backpacks that can fulfil multiple needs, hinting at the growing demand for versatility and multi-functionality. Gotbag anticipates significant growth in their bag section, emphasising the importance of adaptability in design.
Finally, Philip Haendeler, Head of Sales Germany at Nitro observes, “Backpacks are becoming more popular among women, highlighting the need for more women-specific designs”. This shift highlights the growing importance of gender-specific design in the lifestyle backpack market.
STYLE IS EVERYTHING
Dakine has introduced several new products in their range, focusing on feminine and classy designs. The Renovations series, featuring a tote bag, crossbody bag, and small pouch, is tailored for day-to-day use, combining style and practicality. The Happy People Canvas series is another recent addition, offering a more casual approach with a variety of bags designed for different occasions. This series also includes a special collaboration with Californian artist Loindaflow, known for surf-inspired illustrations that add a playful and unique touch to the products.
Gotbag’s Dominique Legatzki emphasises the need for one versatile backpack that can be used for all occasions. Customers are looking for practicality, with features such as washable materials, lightweight construction, and secure closures becoming increasingly important. The trend is also shifting towards more storage space and compartments for better organisation, reflecting the busy lives of modern consumers.
Db continues to focus on their iconic Hugger and Ramverk families, which have been popular in previous seasons. The Snow Roller and Snow Pack 32L have been standout performers, particularly in the snow category. As Db expands globally, these families are expected to drive growth. Additionally, Db is introducing a new capsule collection called Weigh Lighter, which represents their take on minimalistic mountaineering bags, blending lightweight materials with functional design.
Nitro’s Philip Haendeler comments, “We are offering the ‘waxed lizard’ colorway, a light brown shade with a waxed finish, which we expect to sell well not only during the winter season but also throughout SS25 for biking, hiking, and other summer activities”. Roark offers products combining style with robust protection for tech items, starting from €110 to €230. Their designs include easy access to laptop compartments and magnet roll-top closures, ensuring both convenience and security.
NEW TECH AND FEATURES
Amplifi focuses on functional design that supports daily commutes and travels as emphasised by Jens Hartmann, CEO at Amplifi Coalition. Their backpacks feature clear pocket segmentation, ensuring that everything is within reach at all times. Additionally, cushioned shoulder straps are designed to prevent fatigue, even when the backpack is worn throughout the day.
For 2025, Fjällräven introduces Bergshell, a proprietary waterproof and highly durable material made from 100% post-production polyamide. This material uses a newly developed flat ripstop technique, ensuring that their backpacks can withstand the toughest conditions while remaining lightweight and practical.
Gotbag continues to innovate with high-functionality backpacks made from their own recycled plastic. Penny Schröder-Smith, Global Communications Manager states, “We have also relaunched the Rolltop Easy. This starts at €99 and is an entry-level version of our Hero product. We want to allow everyone to buy a recycled backpack and be part of our mission, regardless of their income.”
At Nitro, Philip Haendeler announces the launch of a new model in the school segment called Future Hero. “This backpack combines the best features of our school bags, including an updated back panel, ample organisational space, and a separate laptop pocket”. The Future Hero will be available in eight colorways, appealing to a wide range of students and young professionals.
Pacsafe continues to lead the market with their patented anti-theft features, including locking systems and cut-resistant materials. These innovations are particularly appealing to urban commuters and travellers who prioritise security.
SUSTAINABILITY IN FOCUS
Sustainability is not just a trend but a fundamental shift in the lifestyle backpack market. Brands are increasingly adopting eco-friendly practices and materials, responding to consumer demand for products that are both functional and kind to the planet.
Jens Hartmann at Amplifi explains they have incorporated a water and dirt repellent finish based on DWR (Durable Water Repellency) that is environmentally safe. Moreover, all hardware used in their bags is BlueSign certified, ensuring that the products meet the highest standards of environmental safety and responsibility.
Lasse Andersen Hodne explained that Db is committed to inspiring adventure while promoting sustainability. Its environmental mission includes ambitious goals, such as reducing overall carbon emissions towards net-zero by 2050, with an interim target of a 50% reduction by 2030. They also aim to convert at least 50% of their tier-1 suppliers to renewable energy by 2025 and reduce water usage by 20% by 2030. Furthermore, Db is working towards implementing circular business models, with a goal of these models representing 10% of their revenues by 2027.
Fjällräven continues to focus on creating daypacks that are not only functional but also environmentally friendly. Pacsafe has seen significant growth in their sustainable products, which include backpacks, crossbodies, carry-ons, and bags. Since 2024, all Pacsafe inline bags have been made from recycled main and lining fabrics and are 100% PFC-free. “Our aim is to eliminate virgin plastic in the supply chain by 2025”, comments Maria Schmieder, Marketing Coordinator at Pacsafe. Topo Designs is on a mission to create products that are either organic or recycled, free from ‘forever chemicals’. Manon Solviche says “We use recycled nylon. Tags and labels are recycled polyester, eliminating virgin fibres. We’re on the path to be climate positive, aiming for net zero emissions by 2030.”
FORWARD MOMENTUM
To grow brand awareness and strengthen their market position, companies are increasingly focusing on innovative marketing and retail strategies. Topo Designs is expanding their presence through a combination of digital marketing, in-store activations, and the creation of branded corners or shop-in-shop experiences. By the end of the year, Topo Designs aims to offer a comprehensive assortment of POP displays and other retail materials to their partners, ensuring a strong brand presence in key markets.
This forward-thinking approach is reflective of a broader trend in the lifestyle backpack market, where brands are not just selling products but also engaging with consumers through experiences, storytelling, and a strong emphasis on sustainability. By aligning their marketing efforts with the values and lifestyles of their customers, these brands are positioning themselves for continued growth and success in a competitive and ever-evolving market.
As we move through 2025, the lifestyle backpack market continues to evolve, driven by trends in commuting, versatility, and sustainability. Consumers are looking for bags that can do it all – whether it’s a casual day out, a rugged outdoor adventure, or a daily commute. Brands that succeed will be those that can combine style, functionality, and eco-friendly practices into products that resonate with the modern consumer. Whether it’s through innovative designs, new technologies, or a commitment to sustainability, the future of lifestyle backpacks is bright, with plenty of opportunities for growth and innovation. Let’s get out there!
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